Gawker's Branded Site Takeovers Make Your Banners Look Sadhttp://www.businessinsider.com/2009/2/gawkers-branded-site-takeovers-make-your-banners-look-sad/comments
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mplosion, that's remarkable. Consider that yesterday, Time Warner CFO John Martin said AOL's display revenues
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Besides Google ads, Gawker doesn't use ad networks. But publishers that do would be wise to copy the format. If ad-buyers can get on your <a href=http://www.tagheuer-replica.com/tag-heuer-c-37.html>replica TAG Heuer</a> <a href=http://www.tagheuer-replica.com>fake watches</a> site through an ad-network, they won't buy from your direct sales team -- and pay the kind of premiums a publisher needs to survive -- unless the sales team can offer something distinctly different than banners or links.http://www.businessinsider.com/c/4c70156c7f8b9a861b170100JuvenonSat, 21 Aug 2010 14:05:31 -0400http://www.businessinsider.com/c/4c70156c7f8b9a861b170100
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I know I am late to this post, but the reason AOL ads have gone down, is because consumers have made a mass exit away from AOL. Also the change of position of Google ads will always help.
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Hey Carlson, good article but do some research on innovators (MySpace, AOL, Gamespot). :http://www.myspace.com/adspecs?content=creativegallery (only since June 08). There are like 50 homepage takeovers, involving branding, skins, takeovers, animation, video, blah, blah and blah. This has been going on for 6 years since IGN.com, Gamespot.com, and Gamespy.com did it for Movies/video/games/ etc. Now finally people catch on.http://www.businessinsider.com/c/2c7a6c798c1ab9499f686600Eyeblaster GirlThu, 12 Mar 2009 10:22:04 -0400http://www.businessinsider.com/c/2c7a6c798c1ab9499f686600
skins are proven performance boosters. Dozens of delicious site skins available on the Creative Zone http://tinyurl.com/skinsbyeyeblaster
Samsung is a nice example of use of gutter real estate for immersive interaction, not merely billboarding.
http://www.businessinsider.com/c/8f7a6c79f8d1914996e8e600joeTue, 10 Feb 2009 14:13:59 -0500http://www.businessinsider.com/c/8f7a6c79f8d1914996e8e600
if you look at the specific highly successful areas WITHIN properties like yahoo and aol they do this all the time to great success- remember that a big dog losing "25%" overall in display revenue does not mean that there aren't divisions inside making huge profits on it (while the company overall is being dragged down by lower performing areas). regarding skins, hell- imdb, collegehumor, comedycentral all have had skins recently. but i doubt anyone except gawker has come running to you with their internal numbers.
also, skinning too much cheapens the value of that method of advertising. ultimately it's just the biggest display ad you can run. you need to offer multiple tiers of integration- from a tiny display ad, up to contextual text ads, to big display ads, to sponsorships of specific areas or full sites, to full skins and finally content integration.http://www.businessinsider.com/c/3db9b91473b99049d3f21800Jeremy WrightMon, 09 Feb 2009 18:17:07 -0500http://www.businessinsider.com/c/3db9b91473b99049d3f21800
As others have noted, this has been a staple of advertising for nearly 5 years. Hell, it's a core part of PointCast's business.
That said, Gawker does reskins very well and deserves kudos for them.
I do take slight issue with "Gawker revenue up 10%" as a good thing... After all, traffic's more than doubled in the last year. And if traffic is up only 10%, then it's down ... 45% on a pageview by pageview basis?
Not that that's out of whack with industry norms. But it's not some holy grail either.
Fundamentally, reskins are fantastic revenue for the 1 day or 1 week they run. They need to be part of any company's mix. But, then, so do ad networks (which now typically pay more than AdSense).
Revenue optimization is fast becoming a billion dollar industry for a reason.http://www.businessinsider.com/c/8f7a6c7940e08b495016e200Jon HFri, 06 Feb 2009 02:01:19 -0500http://www.businessinsider.com/c/8f7a6c7940e08b495016e200
I just wanna know who the blonde lady is in the Nip/Tuck ads.http://www.businessinsider.com/c/8f7a6c79f1ac8b492ffce200Gawker BlockerThu, 05 Feb 2009 22:22:25 -0500http://www.businessinsider.com/c/8f7a6c79f1ac8b492ffce200
Agree, no one on the Best Coast reads Gawker except the guys on Castro Street in SF.
Seriously, if Gawker was the all the web had to offer I would re-up my newspaper subscription.http://www.businessinsider.com/c/8f7a6c799e738b4946d5e200TuxManThu, 05 Feb 2009 18:17:50 -0500http://www.businessinsider.com/c/8f7a6c799e738b4946d5e200
<i>They work because unlike banners on the margins of the page, they are impossible for visitors to ignore. </i>
They don't work for me--I use AdBlocker! Suckaz!!!http://www.businessinsider.com/c/6ab9b914db718b49f2a82e00BenThu, 05 Feb 2009 18:10:20 -0500http://www.businessinsider.com/c/6ab9b914db718b49f2a82e00
These aren't new (even Yahoo! was doing them 5 years ago across Launch/Music/Movies) but I think Gawker has done a good job of using them to differentiate in a difficult ad market.
I've done them in Australia (through Allure Media who run the Gawker titles down here) and they look good - clients like the dominance of them and it allows more flexibility in terms of execution.
Weird thing is this article is written almost exactly the way these branded takeovers are sold ... Nicholas, maybe your true calling is trade marketing?http://www.businessinsider.com/c/8f7a6c79fe5d8b49b7bde200GrThu, 05 Feb 2009 16:45:33 -0500http://www.businessinsider.com/c/8f7a6c79fe5d8b49b7bde200
I think the difference is that the ads are actually designed by somebody who knows exactly how the site works.
There's a big difference between Perez Hilton-style "wallpaper" ads and something that's been carefully integrated with the site itself.
Hilarious, considering the money Denton is pocketing on these, that there is one designer doing it. Makes total sense though.
These three brand/site matches are surprisingly good, which is probably why they are used as examples.http://www.businessinsider.com/c/6ab9b914884d8b4963802e00Nick DentonThu, 05 Feb 2009 15:35:20 -0500http://www.businessinsider.com/c/6ab9b914884d8b4963802e00
Hey Sam S. You asked "who reads Gawker outside of NY/LA?" Definitely a disproportionately coastal readership. But Gawker gets about 3m uniques a month and together with sister sites about 24m. So rather broader than you might think.
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Smart on Gawkers part, this is what marketers want.http://www.businessinsider.com/c/8f7a6c7939358b492e83e200Sam S.Thu, 05 Feb 2009 13:51:37 -0500http://www.businessinsider.com/c/8f7a6c7939358b492e83e200
who reads Gawker outside of NY/LA?
www.nobody.comhttp://www.businessinsider.com/c/8f7a6c7963348b49a881e200Nicholas CarlsonThu, 05 Feb 2009 13:48:03 -0500http://www.businessinsider.com/c/8f7a6c7963348b49a881e200
@Eh, wouldn't bother me either. I'm also lobbying for a Facebook Connect hook-up.http://www.businessinsider.com/c/6ab9b914db338b490d652d00EhThu, 05 Feb 2009 13:45:47 -0500http://www.businessinsider.com/c/6ab9b914db338b490d652d00
It wouldn't bother me one bit if SAI would delete some of the more offensive comments on this site. Perhaps an 'invitation only' comment policy (hey, like Denton's!) would raise the bar for the quality of the conversation here.http://www.businessinsider.com/c/8f7a6c79732a8b49cb72e100Kevin JThu, 05 Feb 2009 13:05:40 -0500http://www.businessinsider.com/c/8f7a6c79732a8b49cb72e100
While it's true that ESPN, MySpace, etc create these style takeovers for clients, it's worth noting that Gawker is an independent media company and major advertisers are trusting Gawker to editorialize & style their brands for them. That's meaningful and speaks to their centrality in the marketplace....http://www.businessinsider.com/c/8f7a6c792a248b49c368e100Deacon WebsterThu, 05 Feb 2009 12:38:51 -0500http://www.businessinsider.com/c/8f7a6c792a248b49c368e100
So when is alley insider gonna follow suit?http://www.businessinsider.com/c/8f7a6c7960218b49fa63e100John KosnerThu, 05 Feb 2009 12:26:56 -0500http://www.businessinsider.com/c/8f7a6c7960218b49fa63e100
Take a look at ESPN.com today toohttp://www.businessinsider.com/c/6ab9b9144e1c8b4905492d00JC FanThu, 05 Feb 2009 12:05:19 -0500http://www.businessinsider.com/c/6ab9b9144e1c8b4905492d00
Jim Cramer 2.0 - You are my hero! Keep keepin on.http://www.businessinsider.com/c/8f7a6c7905168b49ec52e100Nick DentonThu, 05 Feb 2009 11:38:29 -0500http://www.businessinsider.com/c/8f7a6c7905168b49ec52e100
Hey folks lay of the AI staff. There's nothing wrong with them trying to emulate me or giving me my kudos.
Everyone knows I am the king on media 2.0 and Henry and the boys are just trying to give me my props.
Henry, much appreciated. Glad you have come to terms with being my apprentice. http://www.businessinsider.com/c/8f7a6c79f3148b493551e100Peter I.Thu, 05 Feb 2009 11:33:55 -0500http://www.businessinsider.com/c/8f7a6c79f3148b493551e100
I'm not sure I agree on the direct vs ad network point. Generally, ad networks take around 50% of the media buy so, naturally, it's often cheaper to buy direct.http://www.businessinsider.com/c/6ab9b9147e128b49f03c2d00James KagenThu, 05 Feb 2009 11:23:26 -0500http://www.businessinsider.com/c/6ab9b9147e128b49f03c2d00
Sometimes that don't work out perfectly.
Check the ad placement flagged <a href="http://lisafleisher.com/post/68791098/nice-ad-placement">on this one</a>.http://www.businessinsider.com/c/6ab9b914d10f8b49af392d00Scott B.Thu, 05 Feb 2009 11:12:00 -0500http://www.businessinsider.com/c/6ab9b914d10f8b49af392d00
Hey guys... lay off Nick, OK? He probably has a content quota to reach. And anytime he mentions Nick Denton the page views skyrocket b/c Denton is a polarizing figure. Smart move Nick.
BTW - I'm sure one of the SAI dudes were the actuall winner of that homage to Nick Denton's Pancake House. They really are obsessed with him over there.http://www.businessinsider.com/c/6ab9b91481088b49f5302d00Jim Cramer 2.0Thu, 05 Feb 2009 10:40:48 -0500http://www.businessinsider.com/c/6ab9b91481088b49f5302d00
Guys you are trying to convince a bunch of deaf wannabees. Denton is their Hero.http://www.businessinsider.com/c/8f7a6c79d7078b49933ce100Gordon BennettThu, 05 Feb 2009 10:37:58 -0500http://www.businessinsider.com/c/8f7a6c79d7078b49933ce100
Yep, CBS Interactive / CNET / FIM have been doing skins and takeovers for years. Where have you been? Nick Denton is a late mover when it comes to commercialising websites, you won't learn anything from him.
http://www.businessinsider.com/c/6ab9b9141a048b499c2a2d00ragsThu, 05 Feb 2009 10:22:02 -0500http://www.businessinsider.com/c/6ab9b9141a048b499c2a2d00
Leading the way? You can find similar executions on AOL, Yahoo, MySpace and a myriad of other places.
Maybe Denton is the first blog you pay attention to that has done this, but he's not the first website to do it by a long shot.
Hell, Apple did an unit of the front page of the nyt.com that was more impactful than this.
I applaud Denton for doing this and agree that publishers need to move in this direction. But claiming that Denton is "leadiing the way" is exaggerating the matter.
http://www.businessinsider.com/c/6ab9b91476038b49c0292d00Jim Cramer 2.0Thu, 05 Feb 2009 10:19:18 -0500http://www.businessinsider.com/c/6ab9b91476038b49c0292d00
Hey fuckfaces did you say the innovative Youtube page for Wario Land. Look at the page hen the video ends.
Write about that shit. Oh sorry you can't that requires a bit of research on your part. Something unheard of on this site.
http://www.youtube.com/experiencewii
http://www.businessinsider.com/c/6ab9b91429018b4979252d00C'mon, HenryThu, 05 Feb 2009 10:09:30 -0500http://www.businessinsider.com/c/6ab9b91429018b4979252d00
Henry,
You're usually spot on but in this case, lavishing kudos on Nick Denton for "innovating" is naive. Take a look at any of the major portals and you'll see that they created these ad formats many years ago.
Check out Yahoo Movies or Sports and you'll see these types of takeovers on a daily basis. Try AOL or MySpace and you'll see the same thing.
If you're going to throw accolades around for innovation, let's wait until someone actually comes up with something truly innovative.
http://movies.yahoo.com - they're running a page takeover for Pink Panther today.
Not exactly rocket science that Mr. Denton's practicing. Seems more like following, I mean copying the leaders.http://www.businessinsider.com/c/747a6c79d8fb8a4978eaa400Henry BlodgetThu, 05 Feb 2009 09:46:48 -0500http://www.businessinsider.com/c/747a6c79d8fb8a4978eaa400
Thank goodness someone is finally innovating on the ad side. Banners are lame. If the industry is ever to move advertisers beyond the hunger for "clicks" into actual display ads, this is the way it has to happen.
Kudos to Denton. Leading the way once again.http://www.businessinsider.com/c/6ab9b9141ef88a49b90e2d00Jim Cramer 2.0Thu, 05 Feb 2009 09:30:55 -0500http://www.businessinsider.com/c/6ab9b9141ef88a49b90e2d00
Dude get off of Dentons dick. Its like you feel if you kiss his ass enough he'll hire you. You are a joke Nick.
I don't know how Henry puts up with your shit bro. Maybe you work for little money.